The origins of Plymouth come from Walter P. Chrysler’s takeover of the failing Maxwell-Chalmers car company. Chrysler used the acquired facilities to launch the first Chrysler car in 1924. The first Plymouth automobile was actually a reworked Maxwell and was marketed as a low-end Chrysler “52”. Thereafter, the Plymouth brand would always stand for value and affordability under the auspices of the Chrysler family of cars. The 1960s brought some of the most memorable models such as the Road Runner, Fury, Belvedere, and Barracuda. By 1973, production reached a peak of 973,000 cars, thanks in part to the Plymouth Valiant, which offered value, durability, and style and became its own marque unto itself. While the 1970s may have been notable for the “Volare” commercials featuring actor Ricardo Montalban, Plymouth would never again rise to the same levels of popularity. Eventually, the Plymouth brand lost its uniqueness and car-buyers fell toward the Dodge and Chrysler brands. Despite attempts to break out Plymouth as an automaker with its own style – with the Plymouth Prowler – the brand slipped further into obscurity and was dropped entirely in 2001.